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The aim of this study is to analyze the effect of entrepreneurial innovativeness orientation, product innovation, and value co-creation on marketing performance. Handicraft firms in Indonesia used as a sample. Sampling was done using purposive sampling technique. Data were collected using a questionnaire given directly to the respondent. The total data that can be further analyzed as much as 192 respondents. Data analysis using Structural Equation Modelling - SEM with the AMOS program assistance. The results showed that the entrepreneurial innovativeness orientation has significant effect on product innovation. In addition, product innovation and value co-creation have a significant effect on marketing performance, and value co-creation to be a mediator in the relationship of product innovation and marketing performance .
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Maklon Felipus Killa (2014) studied this question.
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